Tracking Dealer Engagement

FIRSE TM
The JuxtConsult Model
 FIRSE TM
The JuxtConsult Model

……how satisfied are the dealer with Footfalls Æ Incentives Æ Revenue Æ Sales Support Æ Engagement
 Dealer-Brand Interaction
• 5 distinct ‘expectations’ of dealer from the brand (FIRSE)

• Leading to 5 possible ‘points of satisfaction/dissatisfaction’ with the

brand

• Therefore, any comprehensive dealer satisfaction model must track

and measure the ‘experiences’ a dealer has with the brand at all of
these 5 stages
 The 5 Dealer-Brand Interaction Stages
Interaction Stages Touch Points Milestones

Footfalls ATL, BTL Media Brand Pull

Pre Purchase

Orientation to 4Ps

Incentives Retail Brand Marketability

Motivation to sell

Revenue
Purchase

Product Brand Sales

Business Assurance

Sale Supports Sales Team Brand Sales Support

Post Purchase

Commitment

Engagement Dealer Relations Brand Relationship

Loyalty

Expectation Experience Satisfaction

The 5 Distinct Dealer Experience Points
Pre Purchase Purchase Post Purchase

Footfalls Incentives Revenues Sales Support Engagement

ATL, BTL Media Retail Product Sales Team Dealer Relations

Dealer Friendliness
Dealer Satisfaction

visibility, brand image, packaging, product quality, customer service

price, margins, availability, selling supports, financial dealing, dealer relationship

 The 5 Distinct Dealer Experience Points
Pre Purchase Purchase Post Purchase

Footfalls Incentives Revenues Sales Support Engagement

ATL, BTL Media Retail Product Sales Team Dealer Relations

Dealer Friendliness
Dealer Satisfaction

F Index I Index R Index S Index E Index

11 parameters 24 parameters 10 parameters 34 parameters 14 parameters

Composite FIRSE Index

The Dealer Engagement Measuring Parameters

• Noticeability of brand (media, outdoor/market level, shop level)

• Sufficiency of communication (spread, frequency)
• Relevance of communication (brand-consumer match)
Brand Pull • Impact on brand image
Experience • Impact on brand premiumness / quality perceptions
• Brand Pull (sufficiency of traffic, is brand asked for, considered)
• Overall satisfaction with brand pull
11 Parameters
The Dealer Engagement Measuring Parameters

• Price appropriateness (absolute, vis-à-vis competing brands)

• Retail location appropriateness (consumer image match, ease of access)
• Packaging attractiveness (absolute, vis-à-vis competing brands)
• Product display (shelf placement, promotional display)

Brand • Product promotion (promotional activities, ‘pos’ support)

Marketability • Availability (overall, range, right variants, sufficiency of quantity)
Experience • Brand benefit orientation / training
• Product quality appropriateness (vis-à-vis price, vis-à-vis competition, consumer acceptance)
• Product competitiveness (price, pull, range, features, benefits/’usp’, usage satisfaction)
24 Parameters
• Overall satisfaction with brand marketability
The Dealer Engagement Measuring Parameters

• Price attractiveness (ease of selling)

• Adequacy of dealer margin (absolute margin, vis-à-vis competition, schemes and slab upgrades)
• Adequacy of business generation (gross, net)
Brand Selling
• Selling aids (discounts/gifts, hire purchase/installments/EMI)
Experience
• Payment collection options (option range, convenience of collection)
• Overall satisfaction with brand selling
10 Parameters
The Dealer Engagement Measuring Parameters

• Adequacy of supply (sufficient quantity, timely, continuity, spares/accessories)

• Inventory management (systematic management, timely visits, ease of ordering)
• Sales orientation / training (availability, quality)
• Sales communication support (shop signage, ‘pos’)
• Trade channel support (systematic, clear location demarcations, role clarity, issue redressals)

Brand Sales • Customer service support (helpline/call center, query resolution – timely, adequacy)

Support • Channel promotion (coop ads, dealer directory/directions)

Experience • Financial dealing (payment policy, credit period, level of paperwork)

• Return / refund (policy, actual experience)
• People relations (sales team, finance team, management – approachability, courtesy,
34 Parameters ease of dealing, etc.)

• Overall satisfaction with brand sales support

The Dealer Engagement Measuring Parameters

• Brand orientation (understanding of brand and its ‘usp’, session/workshops/visits, training,

literature/newsletter)

• Company orientation (factory/office visit, literature/newsletter)

Brand • Dealer meets / forum (regularity, relevance, convenience)
Relationship
• Loyalty program (exists, attractiveness, motivation to recommend/sell)
Experience
• Recognition (awards, certificates, letter of appreciation, etc.)
• Overall satisfaction with brand relationship
14 Parameters
 Methodology
• Important to measure satisfaction levels at each stage of
interaction to derive the relevant ‘diagnostics’ for leakages in the
brand dealing funnel

• Parameters also rated on their ‘importance’ by dealers to

facilitate reporting of ‘attribute importance vis-à-vis performance
grids’ for key brands in the category
 Sampling
Multi Brand Dealer Authorized Dealer Exclusive Dealer Franchisee

Brand Pull Experience Brand Pull Experience Brand Pull Experience Brand Pull Experience

Brand Marketability Brand Marketability Brand Marketability Brand Marketability

Experience Experience Experience Experience

Brand Selling Experience Brand Selling Experience Brand Selling Experience Brand Selling Experience

Brand Sales Support Brand Sales Support Brand Sales Support Brand Sales Support
Experience Experience Experience Experience

Brand Relationship Brand Relationship Brand Relationship Brand Relationship

Experience Experience Experience Experience

Quota of total 40-200 dealers per brand depending on category (.. x .. type of dealers)
 Key Analysis & Reporting
• Brand dealing experience and diagnostic at each of the 5 stages of dealer-
brand interaction (+ reasons of satisfaction/dissatisfaction at each level)

• Brand level satisfaction scores at each of the 5 stages of brand experience

- individual F,I,R,S,E index scores

• Overall satisfaction with the brand (composite FIRSE index for the brand)

• Brand performance on individual parameters/attributes vis-a-via the

importance of these parameters/attributes (F, I, R, S, E grids)
Thank You!